{"id":20016,"date":"2025-05-28T00:00:00","date_gmt":"2025-05-28T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/from-insight-to-impact-regional-work-in-focus-for-cannes-2025\/"},"modified":"2026-02-26T12:24:04","modified_gmt":"2026-02-26T17:24:04","slug":"from-insight-to-impact-regional-work-in-focus-for-cannes-2025","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/from-insight-to-impact-regional-work-in-focus-for-cannes-2025\/","title":{"rendered":"From Insight to Impact: Regional Work in Focus for Cannes 2025"},"content":{"rendered":"

Ahead of Cannes Lions 2025, BBDO Asia’s Creative council brings attention to five regional campaigns that reflect the intersection of bold big thinking, cultural relevance, and meaningful results.<\/span><\/p>\n

1. Play the Dew \u2013 BBDO Guerrero<\/b><\/h3>\n

Client:<\/b> Mountain Dew<\/span><\/p>\n

Watch it here<\/span><\/a><\/p>\n

Building on last year\u2019s successful Cannes winning radio campaign, the team expanded the idea across social and gaming platforms. This audio-led campaign went viral within the gaming community, sparking a wave of user-generated gameplay content and giving Mountain Dew a once-heard, never-forgotten presence \u2014 using just one word: \u201cDEW.\u201d<\/span><\/p>\n

Some Key Result:<\/b> Positive sentiment for the brand rose by 60% over the previous month before the campaign\u2019s launch. The gameplay films garnered 63M+ views in a country with just 43M gamers, and the TikTok activation saw 20M+ impressions in just two weeks.<\/span><\/p>\n

2. The Meaning of Benz \u2013 BBDO Bangkok<\/b><\/h3>\n

Client:<\/b> Mercedes-Benz<\/span><\/p>\n

Watch it here<\/span><\/a><\/p>\n

The campaign tapped into Thailand\u2019s rich cultural and historical context by engaging directly with individuals named Benz \u2014 a popular and aspirational nickname. This strategy not only reinforced Mercedes-Benz\u2019s deep-rooted presence in Thai society but also smartly leveraged the cultural meaning of names to emphasize the brand\u2019s personal and generational legacy.<\/span><\/p>\n

Some <\/b>Key Result:<\/b> Mercedes-Benz achieved its highest Motor Show sales in three years. The campaign reached 3.6M+ people, drove 330K+ engagements, and tagged 33,000 Benzes. It also led to the launch of the \u201cPassion of Benz\u201d platform, creating a dedicated brand community for long-term impact.<\/span><\/p>\n

3. Minimizing Your Frustration \u2013 BBDO Bangkok<\/b><\/h3>\n

Client:<\/b> Roojai Insurance<\/span><\/p>\n

Watch it here<\/span><\/a><\/p>\n

A humor-driven, hyper-relatable look at common driving frustrations, the campaign turned a dull insurance message into something fresh, funny, and highly shareable.<\/span><\/p>\n

Some <\/b>Key Result:<\/b> Generated 128M+ views across platforms, 458M impressions, 60M+ engagements, and 109K+ clicks to check insurance prices \u2014 with a 33% increase in search volume for \u201c\u0e1b\u0e23\u0e30\u0e01\u0e31\u0e19\u0e23\u0e39\u0e49\u0e43\u0e08\u201d <\/span>(Roojai Insurance)<\/span><\/i><\/p>\n

4. Ariel #ShareTheLoad \u2013 10 Years \u2013 BBDO India<\/b><\/h3>\n

Client:<\/b> P&G<\/span><\/p>\n

Watch it here<\/span><\/a><\/p>\n

Ariel #ShareTheLoad is the longest running social movement by a brand against unequal distribution of household chores, that started in 2015 with a pertinent question, \u2018Is laundry only a woman\u2019s job?\u2019. In 2016, Ariel addressed the deep-rooted conditioning, with a heart-felt apology letter from a father to his daughter. Year after year, Ariel has spread the message of #ShareTheLoad through unique touchpoints: Wash Care Label, Comic Books, Detergent packs with names of hundreds of Indian men and Home Map \u2013 that shows men where things are kept at home.<\/span><\/p>\n

Some <\/b>Key Result:<\/b> The decade long movement has been covered by over 1900+ publications across 40 countries and has even been discussed at the World Economic Forum. The movement has impacted culture and transformed Ariel into a highly effective world-famous brand.<\/span><\/p>\n

– When we bagan in 2015, 79% of men believed that laundry is a woman\u2019s job. 10 years later, that number is down to 25% today.<\/span><\/p>\n

5. Tata Ultra Marathon: Feet of Glory \u2013 BBDO India<\/b><\/h3>\n

Client:<\/b> Tata Ultra Marathon<\/span><\/p>\n

Watch it here<\/span><\/a><\/p>\n

For generations, pledges have been made with hands \u2014 to love, to lead, to protect, to change. But never before has a pledge been made with… feet.<\/span><\/p>\n

In a country where millions of children go without proper footwear, Tata invited runners to flip the script \u2014 pledging with their feet. Each colorful footprint became a symbol of a shoe donation, turning every step into a promise.<\/span><\/p>\n

This bold, visual statement spread across social media \u2014 turning a simple act of running into a powerful movement for change.<\/span><\/p>\n

Some <\/b>Key Result<\/b>: Over 15,000 pairs of shoes donated to underprivileged children across India.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ahead of Cannes Lions 2025, BBDO Asia’s Creative council brings attention to five regional campaigns that reflect the intersection of bold big thinking, cultural relevance, and meaningful results. 1. Play the Dew \u2013 BBDO Guerrero Client: Mountain Dew Watch it here Building on last year\u2019s successful Cannes winning radio campaign, the team expanded the idea<\/p>\n","protected":false},"author":1,"featured_media":20017,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[458],"tags":[],"class_list":{"0":"post-20016","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-better-world-ideas"},"yoast_head":"\nFrom Insight to Impact: Regional Work in Focus for Cannes 2025 - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/from-insight-to-impact-regional-work-in-focus-for-cannes-2025\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Insight to Impact: Regional Work in Focus for Cannes 2025 - Tomilli\" \/>\n<meta property=\"og:description\" content=\"Ahead of Cannes Lions 2025, BBDO Asia’s Creative council brings attention to five regional campaigns that reflect the intersection of bold big thinking, cultural relevance, and meaningful results. 1. 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